Dhiraagu has launched EliteClub+, a new loyalty programme that extends access to exclusive benefits and discounts to all of its mobile customers. 

The programme was unveiled during a press conference held today, where Dhiraagu also revealed the meaning behind a series of mystery doors that appeared in Male', Hulhumale' and other islands in recent weeks. According to the company, the doors symbolized access to the benefits now available through EliteClub+.

Dhiraagu said the new programme builds on its existing EliteClub loyalty scheme, which was previously available only to customers who met specific eligibility criteria. With EliteClub+, all mobile customers can access benefits and discounts from more than 100 partner outlets. 

Speaking at the launch, Dhiraagu Director of Brand and Marketing Communications Mohamed Mirshan Hassan said, "Dhiraagu Elite Club was previously available by invitation to customers who met specific eligibility criteria. With EliteClub+, we have now opened the door to every Dhiraagu mobile customer to enjoy more benefits and experiences, reflecting our commitment to ensuring every customer feels valued and enjoys a more rewarding experience with us". 

"Together with our partners, we look forward to giving our customers even more reasons to enjoy being part of Dhiraagu," Mirshan added. 

EliteClub+ features four membership tiers: Bronze, Silver, Gold and Platinum. Customers can earn points through eligible reloads, bill payments, add-ons, and other transactions. The points can be redeemed for rewards including data packages, bill discounts, gift cards, and offers from participating partners. 

Dhiraagu stated that existing EliteClub members will be automatically enrolled in EliteClub+. New members can join through the DhiraaguApp by selecting the EliteClub+ banner and completing the enrolment process. 

To mark the launch, the company said all EliteClub+ members, including those automatically enrolled from the previous programme, will receive 100 welcome points.